Entrepreneurship

1. Executive Summary 2. Market & Users 3. Programs & Tech 4. Competition & Positioning 5. Business Model & Unit Economics 6. Channels & Cold Starts 7. Operations & Supply Chain 8. Roadmap & Milestones 9. Financial Snapshots 10. Team & Governance 11. Risks & Countermeasures 12. Safety & Compliance 13. Key Financing Points 14. References

Lick Safe Pet Sanitizing Spray (AMP× Pet-Friendly Formula)

It provides high-efficiency sterilization solutions that can be licked, odorless, sprayed and dried for high-frequency scenarios where pets live together.

1. Executive Summary

Pain points: high-frequency cleaning ≠ safety of urban pet raising; Alcohol/chlorine/fragrance, etc. have potential irritation or accidental ingestion risk to pets; "Heavy taste, need to be ventilated, cumbersome to operate" inhibits frequency of use and repurchase.
Opportunities: China's pet consumption has expanded steadily; In 2024, the pet consumption market size will be about ¥345.3 billion, with a CAGR of ~7.8%, and the number of cats and dogs will exceed 120 million, with young people being the main consumption. （R1）
Solution: Pet-friendly sterilization spray with antibacterial peptide (AMP) as the core, strengthening the triple value of "licking safety + efficient antibacterial + odorless and convenient"; The HOCl isothermal system is available as a collaborative/sub-scenario version (band-aid light wound/instrument disinfection, etc.). （R2）
Positioning: B-end high-frequency scenarios such as mid-to-high-end urban pet owners + cat cafes/pet clinics; The sterilization mental anchor of "rest assured to let your pet lick".
Core indicators (first year target): Customer acquisition CAC ≤ ¥30, first gross profit of new customers ≥ ¥25, 60-day second repurchase rate ≥ 35%; B-end monthly retention ≥ 80%. Financing requirements (optional): Seed/angel round, mainly used for proofing iteration, compliance filing, channel cold start and key position formation.

Market and Users

Macro scale: China's pet market will be about ¥345.3 billion in 2024; Food accounts for 48%, medical care accounts for 27%, and supplies (including cleaning) account for about 15%; The trend is steady growth. （R3）
Pet scale: the total number of cats and dogs in urban areas ~1.20–124 million; The proportion of cats has increased, and pets have become younger. （R4）
Consumption concept: young urban users pay attention to non-toxic/transparent ingredients/non-irritating experience, and are willing to pay a premium for "safety + experience"; The annual consumption of a single user is ~¥6,000 in the reference range, and the consumption resilience is strong. （R5）

Core Pain Points
- Safety anxiety: risk of accidental ingestion/licking, irritation of the mucous membranes of the eyes and noses;
- Poor experience: pungent nose, need to be ventilated/wiped, complicated steps;
- The effect is uncertain: odor residue after sterilization, difficult to build trust and repurchase;
- B-end contradiction: high-frequency disinfection and animal stress/customer experience are difficult to balance.
Service Segmentation (Example)
- Urban white-collar cat owners (25–35 years old): Pursue "odorless + lick safety";
- Family of 3 (30–45 years): Double safety for children and pets;
- Cat café/clinic: high-frequency and convenient + stable and safe rigid alternative.

3. Programs and Technologies

Product form:

150 mL household spray (unscented/slightly fragrant version) + 500 mL B-end refill; Atomization/spot spray dual nozzle adaptation; Spray and dry, no wiping.
10 mL portable: A small-capacity version for on-the-go and emergency care scenarios, featuring a lightweight pressure-resistant bottle design about the size of lipstick, making it easy to fit in a pocket, carry-on bag, or pet outing bag...

Design of Spray Bottles — *Design of a 150 mL spray bottle*

Technical route: Main formula (AMP antibacterial peptide): broad-spectrum and efficient against common pathogens (such as Staphylococcus aureus/Escherichia coli/Pseudomonas aeruginosa, etc.), low risk of drug resistance, natural source, and pet-friendly. （R6）
Safety and stability design: pH buffer + stabilizer screening + room temperature 3-month survival test frame; The "licking safety threshold" calculation logic (by weight× exposure × upper limit of ingredient exposure).
MVP Progress: Complete three rounds of demos; The trial of 20 households showed positive feedback such as reduced odor/no discomfort/willingness to replace (small sample size, subsequent expansion of N and introduction of blind evaluation/control).
IP layout: formula stabilization treatment method (invention in progress); Nozzle/bottle functional structure (utility model); "Lick Safe Concentration Model" applet (soft).

4. Competition and Positioning

Alternatives: Alcohol/chlorine/plant extracts/fragrance sprays – either irritating, or inconsistent, or not "lick-friendly".
Differentiation proposition:
- Take "licking safety" as the first mind;
- Odorless and convenient to match high-frequency cleaning;
- Data-based endorsement (third-party antibacterial report + veterinarian/KOL evaluation);
- Scenario-based version line (cat litter/ground/utensils/four scene packages for going out and going home).

Positioning words: "Pets can be licked with peace of mind, and owners are more worry-free when using them."

**Product Comparison Chart**
Brand/Category	Core Ingredients	Whether Lick Safe	Sterilization Rate	Odor	Unit Price (/bottle)	Common User Testimonials
Our product	AMP	✅ Yes	≥99%	Odorless	¥56	Not at the moment
Brand A disinfectant	Alcohol + Chlorine	❌ No	High	Irritating	¥38	“The taste is pungent”, “Don't dare to let the cat approach”
Brand B plant extract type	Tea tree oil + Citric acid	❌ No	Medium	Fragrance	¥65	“Smells good but the effect is average”
Brand C hypochlorous acid	Sodium hypochlorite	⚠️ Controversial	High	Weak chlorine taste	¥49	“The cat is a little cryy after using it, and I don't dare to use it more”
Brand D fragrance spray	Fragrance + Alcohol	❌ No	Low	Strong fragrance	¥58	“The smell is strong, the cat will run away when it smells”

**SWOT Analysis**
Category	Content
Strength	Core antimicrobial peptide technology combines high efficiency and natural safety. The product builds a unique positioning with "licking safety" as the core to seize the gap in market cognition. Easy to use, strong user trust, with repurchase potential and communication attributes.
Weakness	The cost of antimicrobial peptides is higher than that of traditional raw materials, and the price advantage is limited in the short term. Consumer cognition is still stuck in the inertial thinking of "alcohol = clean".
Opportunity	The pet population is growing rapidly, becoming more sensitive to product ingredients and paying more attention to safety. Pet consumption upgrades, users are willing to pay a premium for "safety + experience". The pet industry has developed towards the combination of medical care and specialization, and B-end channels such as clinics/cat cafes have expanded rapidly.
Threat	Big brands may quickly enter the "lickable" segment. Fluctuating raw material prices or unstable upstream supply impacting the cost structure.

5. Business Model and Single-Bottle Economics

Price: C-end 150 mL ¥56/bottle; B-end scene package: 500 mL large bottle + 10× portable trial package ¥180/group.

Cost structure (150 mL estimate):

Raw Materials & Formula ¥10–12;
pPackaging & Spray Head ¥6–8;
Filling & Testing ¥4–5;
Logistics and warehousing ¥3–4;
COGS total ¥24–30 → Gross margin ~46%–57% (Gross profit ≈¥29, 51.8%) based on ¥27 center.

Revenue structure:

Retail (ToC) + Scenario Cooperation (ToB);
The second phase of the refill/subscription package will be launched to increase repurchase and customer orders.

Growth Flywheel (AARRR):

Content Grass Planting Customer Acquisition → First Purchase Experience/Trial Package Activation → Private Domain Community/Replenishment Reminder Retention → Combo Pack and Replenishment Promotion Customer Order → Pet Cashback/Doctor Endorsement to Promote Introduction. （R8）

**Cost Structure Table (150 mL Single Bottle, RMB ¥)**
Cost Items	10k bottles/batch	50k bottles/batch	200k bottles/batch	Description
Raw materials and formulations (AMP+excipients)	11.5	10.9	10.5	There is a small bargaining price for scale enlargement
Packaging material (nozzle + bottle)	7.5	6.8	6.2	The spray head is the main cost level
Label/Shrink Film/Inner and Outer Carton	1.5	1.3	1.1	Colored box or kraft case included
Filling and quality inspection (including microbiometry)	4.8	4.2	3.5	Line amortization and yield improvement
Production-side logistics and warehousing	1.7	1.5	1.3	The factory → warehouse trunk line and warehouse
Variable Cost Subtotal (COGS)	27.0	24.7	22.6	Core gross margin benchmark
One-time/fixed (filing, testing, molding)	See description	See description	See description	It is recommended to amortize the period expenses

**B-side “Scene Package” Cost (500 mL + 10× 20 mL sample, median on 50k scale)**
Cost Items	Single group (¥)
Effective liquid feedstock (approx. 700 mL equivalent)	50.9
Packaging material: 500 mL vial	8.0
Packaging material: 10× small spray bottle	16.0
Label/outer carton/inner support	2.5
Filling & Quality Inspection (Large Bottle + 10 Small Bottles)	13.0
Production-side logistics and warehousing	6.5
COGS Subtotal	96.9

**Profit Model Table (Including First Purchase / Repurchase and Channel Comparison)**
Index	DTC First Purchase	DTC Repurchase	Platform First Purchase	Platform Repurchase	B-side Scene Package (per set)
Selling price (tax included)	56.0	56.0	56.0	56.0	180.0
Platform commissions	0	0	5.6 (10%)	5.6	0
Payment fee (0.6%)	0.34	0.34	0.34	0.34	1.08
Net Income (NSR)	55.66	55.66	50.06	50.06	178.92
Variable Cost COGS	27.00	27.00	27.00	27.00	96.90
Gross profit (¥) / gross profit margin	28.66 / 51.5%	28.66 / 51.5%	23.06 / 46.1%	23.06 / 46.1%	82.02 / 45.9%
End fulfillment (express delivery + delivery packaging materials)	7.40	7.40	7.40	7.40	12.00
CAC / ad acquisition	20.00	0	12.00	0	0
Gross Profit Contribution (CM)	1.26	21.26	3.66	15.66	70.02

6. Channels and Cold Starts

Online: Douyin/Xiaohongshu/KOL evaluation + self-broadcast; DPA + words of interest on the site; First purchase coupon + trial package drainage.

Offline: Cat café/clinic/foster shop trial binding (free supply of → monthly consumables plan for the first week); The display includes a visual anchor of "licking safety".

Trust construction: third-party antibacterial report, veterinary cooperation science popularization, UGC pet challenge.

Operations and Supply Chain

Capacity:

Establish intentions with two pet daily chemical qualification OEMs;Annual production of 10–200,000 bottles can be expanded.

Quality:

Incoming material inspection (GB 38850-2020 raw material list compliance), semi-finished product sample retention, finished product sample retention and batch testing.

Traceability code full chain identification. （R9)

Compliance Path (China):

According to the classification and management of disinfection products, the first/second class products must complete the health and safety evaluation and provincial filing before listing.If it belongs to the "new disinfectant", it needs to be reviewed by the National Health Commission. （R10)

8. Roadmap and Milestones

Q4'25: MVP 2.0 completed; third-party antibacterial/irritant testing; The first batch of 5,000 bottles in trial production; Complete provincial filing.

Q1–Q2'26: 100 pilots (cat cafes/clinics) on the B-side; Monthly sales of 10k bottles; The second generation of printhead iterations.

Q3–Q4'26: National distribution network; 100,000 users; Subscription/refill penetration ≥ 25%.

9. Financial Snapshots

Gross profit for a single bottle (example): Selling price ¥56 − COGS ¥27 = Gross profit ¥29 (51.8%).
Breakeven: Assuming monthly fixed costs ¥300k, gross profit/bottle ¥29 → BEQ ≈ 10,345 bottles/month.
Three-year rolling target (example interval):
- Y1: Revenue ¥1,200–18 million; GM 50%±;
- Y2: Revenue ¥4,000–60 million; GM 52–55%;
- Y3: Revenue ¥1–150 million yuan; GM 55%+ (scale effect/supply chain cost reduction).

**Breakeven (BE)**
Scenario	Channel Structure	Weighted CM	BE Quantity
C-side only	Platform 70% / DTC 30%	0.7×8.464 + 0.3×9.264 = 8.704/bottle	≈ 34,480 bottles/month
C-end + B-end	Ditto + 1,000 sets/month on the B side (CM≈70.02/group)	C-end is the same as above; B-side contributions ≈ 70,020/month	The remaining ≈ 26,430 bottles/month

10. Team and Governance

Formula/process (biomaterial/stabilization), industrial design (atomization structure), channel and brand operation (content e-commerce/private domain), regulations and quality (filing/standard/inspection).

Set up two lines of scientific consultants (veterinarians/microbiology) and compliance consultants (disinfection product filing/raw material list).

11. Risks and Countermeasures

Raw material fluctuations: signing long-term agreements + double supply; 60 days of safety stock for critical raw materials.

Compliance lag: pre-review + third-party institutional guidance; Key documents (health and safety evaluation reports, filing materials) should be prepared in advance. （R11）

Cognitive education cost: doctor/KOL science popularization + blind test control data; The "lick safe" label is standardized.

Follower entry: formula and appearance patents, channel binding, user operation and data asset deepening.

12. Safety and Regulatory Compliance

Regulatory compliance: The product is filed as a Class I/II disinfection product in accordance with the "Regulations on the Classification and Management of Disinfection Products"; All ingredients meet the requirements of GB 38850-2020 ingredient list.

Safety testing: Complete health and safety evaluation, toxicological safety tests (oral acute toxicity, skin/eye irritation), etc. before marketing to ensure that they are harmless to humans and pets.

Safety design:

Lickable safety: The safety threshold is calculated based on body weight × average licking volume × the upper limit of ingredient exposure;
Alcohol-free, chlorine-free, fragrance-free formula, pH 6.0–7.0, mild and non-irritating;
The label discloses the ingredients, equipped with an anti-accidental spray design, and supports traceability query.

Future Compatible: The product design refers to international standards such as EU BPR AND US EPA for subsequent export.

13. Key Points of Financing

Basis: a single bottle of COGS≈¥27, the price of the C-end is ¥56, the first order is close to the same, and the model relies on the high CM of the repurchase and B-end scenario package to hedge CAC and fulfillment costs; At the same time, you need to prepare in advance and spend on compliance/testing. Therefore, our target funding amount this time is ¥6.0M (12–15 months runway).

Purpose: Product verification (30%) / Compliance and testing (15%) / Market and channels (35%) / Key positions and working capital (20%).
Milestone VAM: filing completed, monthly sales >10k, 100 B-ends, repurchase rate / subscription penetration rate up to standard.

**Statement of Fund Purpose and Amount Allocation**
Use of Funds	Pre-Seed ¥3.5M	Seed-Base ¥6.0M	Seed+ ¥8.0M	Description
Product Validation (30%)	1.05M	1.80M	2.40M	Formula & spray head iteration, third-party antibacterial report, MVP 2.0 proofing
Compliance and Testing (15%)	0.53M	0.90M	1.20M	Health and safety evaluation, filing, irritation/oral acute toxicity and other testing
Market and Channel (35%)	1.23M	2.10M	2.80M	KOL review, first-order customer acquisition, content marketing, sample packs, B-side trial cooperation
Key Positions & Turnover (20%)	0.70M	1.20M	1.60M	Core team salaries, two-month safety stock, and operational cash flow
Total	3.50M	6.00M	8.00M

Minimum benchmarking index table (post-investment assessment)

[R1]
Research. (2024). 2024 China Pet Industry Research Report. iResearch. (Market size and structure data)
[R2]
USDA Foreign Agricultural Service. (2024, Dec 10). Pet Food Market Update 2024 (China). (Number and trend of cats and dogs)
[R3]
China Daily. (2025, Mar 3). Pet industry evolving at unprecedented rate. (Town pet population background report)
[R4]
CKGSB Knowledge. (2025, Jun 25). Inside China’s Pet Market Boom. (The annual consumption level and structure of urban pet owners)
[R5]
VCA Animal Hospitals. (n.d.). Hypochlorous Acid (HOCl), topical. (HOCl Veterinary Uses & Safety)
[R6]
Ríos, J. et al. (2025). Commercially available antiseptics show high in vitro efficacy... Frontiers in Veterinary Science. (HOCl et al. in vitro antibacterial inhibition of corneal pathogens in dogs and cats)
[R7]
Le, M. N. T., et al. (2022). Efficiency of antimicrobial peptides against multidrug-resistant bacteria: A review. Pathogens. (A review of AMP broad-spectrum and drug resistance)
[R8]
National Health Commission of the PRC. (2014). Regulations on the hygiene and safety evaluation of disinfection products. (Disinfection product classification management and pre-market hygiene and safety evaluation)
[R9]
CIRS Group. (2020). GB 38850-2020 List for Materials and Restricted Substances in Disinfectants. (List of raw materials and prohibited and restricted substances)
[R10]
Cisema GmbH. (2020). Disinfectants in China: Approval process and revised standards. (Overview of provincial filing requirements for Class I and II disinfection products)
[R11]
Fujian Provincial Gov. (2023). Sanitary administrative license of disinfection product production unit (FAQ). (Filing, licensing and workshop requirements practice)